Floriade is a major drawcard for ACT tourism, attracting thousands of visitors and driving millions of dollars in expenditure, according to peak national tourism body, Tourism & Transport Forum (TTF).
TTF Chief Executive John Lee said Floriade is a key event on the ACT events calendar.
"Floriade attracted just over 412 thousand visitors last year," Mr Lee said, "injecting $30 million into the local economy."
"Government investment in events like Floriade delivers significant dividends to the ACT economy, with every dollar increase in tourism output generating an additional 92 cents in the rest of the economy.
"These figures show just how valuable this event is to Canberra’s economy, supporting jobs and local businesses, and encouraging people from around Australia to visit the nation’s capital.
"Events like Floriade drive visitation in different segments of the market at times of the year which may otherwise see lower demand."
Mr Lee said properly planned, promoted and managed events are a vital element of the ACT’s tourism offering.
"Having an integrated tourism and events calendar can boost overall tourism activity and facilitating private investment in complementary attractions.
"Floriade also creates interest and awareness of the ACT as a tourism destination, broadening its tourism offering and helping to highlight the variety of activities available to visitors."
Source = Tourism & Transport Forum